Rab live brief: Unwind

Rab live brief: Unwind.

01 Inspiring the next mountain people.

Aim: Launch Rab’s SS26 sleeping bag range to an under 35 audience, balancing technical credibility with cultural relevance. We were set this brief along with a list of considerations, including not alienating the current consumer and leveraging current partnerships.

02 What does
this mean?

Insight: In-depth research across retail, events and digital platforms revealed a shift in the outdoor space, from physical challenge to mental escapism. The opportunity wasn’t proving product quality, but building a stronger brand connection, leading to the development of our consumer profile, the Everyday Escapist.

The Big Idea: To inspire the next generation of mountain people to use the Rab Sleep System as a vessel to disconnect from daily stress through regenerative exchanges.

03 Building the concept.

Concept: Unwind draws from the physical unwinding of the bag, becoming a metaphor for going from a state of tension to relaxation. It was a playful approach to the overlap in sleep and the outdoors being places to disconnect.

Visuals accentuate the detail of the products, as well as the spiral shape as the golden thread of the campaign and showcasing the unconventional environments of the sleeping bags.

04 The Outcomes.

Outcomes: Our core outcome was The Unwind Film, informed by primary research on where our consumer relaxes, and screened at an overnight outdoor cinema event. Post-social media launch, the campaign was promoted across commuter locations, mailing lists and in-store.

Watch our campaign video here!

05 The
Result.

Result: A sector-wide takeover, whether you seek technical performance or a deeper sense of escape, Unwind delivers both.

Unwind is unlike any other project I’ve delivered, forcing me out of my comfort zone from day one, but becoming truly a passion project. Working in a group can be tricky, especially with the pressure of final year, but we acquainted each other with our individual skills and used this to our advantage. Positive client feedback reinforced our attention to detail and ability to use our research to deliver a realistic yet creative campaign.